Testing Results
FitBit Flex
SALES
Situation Analysis
THE COMPANY: FITBIT INC.Dedicated to health and fitness and it is building products that help transform peoples livesMission = empower and inspire people to live a healthier, more active life with their products and experiences that help people achieve their health and fitness goals.
FITBIT FLEXA fitness product that records steps, distance and calories burnedTracks your sleep quality and wakes you silently in the morningWater resistant and reminds you to keep movingMake exercise funPlays well with other apps
FEATURES INTO BENEFITS AND NEEDS
COMPETITORS ANALYSIS
MARKET SEGMENTATION Geographic SegmentationGermanDemographic SegmentationGender:male;femaleAge:18-65Behavioral Segmentationknowledge of sportPsychographic SegmentationPhysically active peoplePeople want to manage weight and adopt a healthier lifestyle
TARGET GROUP
AthletesStudentsProfessionalsObese peopleHomemakersTarget
Official web page: Magazine, Video, Celebrity sightings, Fans show, Reputation YoutubeInstagramPinterest TwitterSponsoring eventsParticipation in fairsSales CouponsPersonal sellingPROMOTION
SEasy to usePromote exerciseTracks steps, distance, calories burned, and active minutesBroad choice for customization, multiple coloursLong battery lifeSilent wake alarm
wNo track of heart rateNo display screenNo track of specific run Not useful for athlete or people who train regularly
OInternational expansionCobranding (appel, Samsung)Big data analytics investmentPosition as leader in wellness
T1.Highly competitive marketLow entry barriersTechnological advancement>smart bandswearable device will be more popular in the future.
Distribution Channels and Sales Force Structure
DIRECT CHANNELS
INDIRECT CHANNELS
DIFFERENT SALES CHANNELS OF RETAILERSSpecialty fitness stores
Technology stores like
Cell phone companies like
Affiliates [email protected]
*These images belong to products own websites*Retailers differs according to countries. *We have seen important and the largest here*And Retailers have differs of services offered to customers
SUPPLY CHAIN SOLUTIONS COMPANIESFlextronicsBrightpoint
SALES FORCE STRUCTURE
SIZING, ORGANIZING AND ACTIVITIES
Market Research
MARKET RESEARCH
Definition
Primary research
Secondary research
SECONDARY RESEARCH
SECONDARY RESEARCH
SECONDARY RESEARCH
CONCLUSIONAttractive and growing market
High potential
Competition countable
Barriers for entering the market
Development and Market Testing of Draft Sales Material
1 OPTIONREJECTED
REJECTED2 OPTION
CHOSEN BROCHURE
SALES MATERIAL TESTING PROTOCOLMultiple Focus groupsMales and females (18-60) The protocol followed was: - Eight questions regarding:AESTHETICSINFORMATIONGIVENIMAGES/PICTURESTEXT SHOWNICONS AND MESSAGESBEST BROCHURE FOR THEM
TESTING RESULTS
Product and Sales Training for New Sales Piece
TRAINING SESSION AGENDA9:00 amKick-off9:00 9:35Introduction to Fitbit Flex and the smartphone application Fitbit App with MobileRun.9:35-10:20Icebreakers games to introduce the sales teamTeam building games10:20-10:35Selling skills: Presentation of the different types of sales meetings that will take place with customers and prospects10:35 10:50Introduction of the sales brochure and its relevant points with directions and comments to apply during a sales meeting10:50-11:35Role-play among the sales team to put into practice what elements are emphasized during a sales call11:35-11:45Evaluation of the training session: feedback
Meeting informationDate: 6th February 2015Location: Meeting room headquarters
Day&night wristbandFitness funLarge panelproduct colorsadvices forumshare resultscompare memberscommunityBROCHURE COMMENTS
34
Flex stylish comfortableNight wearableGoals settingkeep motivatedLog foodWorkoutsinside scope of healthsleep qualityWithout unpleasant ringtonehappy to wake upsleepy mood
SALESSRH HOCHSCHULE HEIDELBERG
HAZEL MIHRIBAN KARACA